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20120625_next_paradigm.jpg
     How to predict the next paradigm, whose shift will cause the metaphor to crash?
           #3356   Created 04/26/2013   Updated 04/28/2013

What are the rules for new paradigms?

Social context is the next paradigm, maybe. Social context is the marketing ability to place individual consumers in a multi-dimensional grid of relationships. Those relationships are between individual consumers and: other humans, objects, products, brands, interests, organizations, beliefs, locations, events, timelines, movements, purchases, consumptions, violations, licenses, rentals, passings, happenstances, coincidences, and simultaneities, among others.

Once situated in this grid in the moment, moment by moment, the consumer can always be instantly linked relationaly to other consumers through any combination of characteristics. A granfalloon might be constructed by uniting consumers for primary purposes by recruiting them on the basis of secondary characteristics. Messaging for pro-life campaigns, for example, may by channeled toward or away from arts-and-crafters based on whether they shop at Michael's or Hobby Lobby (which publicly promotes a pro-life agenda).

The new paradigm will be based on the total exposure of everyone, a completely visible and radiated individual presence, open to connections from the entire aware commercial and social worlds. It will be an active envronment of total identity, access and display. Inividuals will be always-on, always-connected. It may be big brother on steriods, but big brother will not be watching. But the companies will.

There is a balance between privacy and profile.

will hold consumers in a constant gaze, in which



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